IMPACT OF SOCIAL MEDIA APPS ON PRODUCER–MEMBER RELATIONS IN CHINA’S COMMUNITY SUPPORTED AGRICULTURE

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Impact of social media apps on producer–member relations in China’s community supported agriculture

ABSTRACT

This study explores the usage and impact of a social media app (SMA), WeChat, on producer–member relations in a community supported agriculture (CSA). Our analysis of WeChat usage on the Jiamei Farm shows that the SMA helped to foster a better producer–member relationship by connecting the two groups across space and time more efficiently. These findings contribute to existing research on CSAs and suggest that farms can utilise SMAs for the benefit of all. For example, they can use members’ feedback to enhance their services and create stronger social ties with clients.